How woke is BECU?

Introduction

BECU, formerly known as Boeing Employees Credit Union, is one of the largest not-for-profit credit unions in the United States. Known for its community-centric approach and member-first philosophy, BECU has grown to serve over a million members.

However, let’s dig deeper into its policies and practices to see if BECU is truly “woke.” Spoiler alert: It checks all the boxes when it comes to progressive causes, DEI policies, mandatory training, support for LGBTQ+ initiatives, and marketing strategies.

Financial Contributions to Progressive Causes 

BECU doesn’t just talk the talk; it walks the walk. Their 2022 Annual Report proudly states, “Our financial strength drives purpose forward, enabling us to support numerous community welfare and social justice causes.” This is a show of their commitment to community involvement and  backing of various progressive initiatives with substantial donations​​. 

Their contributions don’t stop there. BECU supports educational initiatives and scholarships focused on underrepresented groups as highlighted in their  community giving page . This effort proves that BECU’s commitment to sustainable and equitable growth is more than just talk.

Prioritization of DEI Policies

At the heart of BECU’s mission, sits Diversity, Equity, and Inclusion (DEI). They’ve got a dedicated page that spells out their DEI goals and initiatives, emphasizing a workplace where everyone feels valued. “We are committed to fostering a culture of diversity, equity, and inclusion to ensure every member and employee feels valued,” says BECU​​.

Beverly Anderson, BECU’s CEO, states, “Our goal is to create an environment where diversity is celebrated and inclusivity is the norm”​​. BECU’s partnerships with organizations like Inclusiv, which promotes DEI within the credit union industry, solidifies the fact that this isn’t just corporate lip service.

Mandatory Training Sessions 

At BECU, diversity and inclusion aren’t just buzzwords—they’re built into the employee experience. According to their governance page, “We believe in continuous education and training to ensure our employees understand and embody our values of diversity and inclusion”​​. 

They mandate training sessions on unconscious bias and critical race theory, ensuring everyone is on the same page regarding the company’s values. The importance of these training sessions are underscored in their career page. By prioritizing such training, BECU ensures that their commitment to inclusivity is more than just a statement—it’s a practice.

Support for LGBTQ+ Initiatives

Asides their blog featuring money tips from LGBTQ+ employees, BECU’s participation in Pride events and various partnerships with LGBTQ+ organizations showcase their efforts to create a welcoming environment within the workplace, including inclusive healthcare benefits and support networks​​ for all members.

They don’t just talk about supporting the LGBTQ+ community; they act on it and this is evident in a statement that BECU made, “Our support for Pride runs deep, and we are proud to stand with the LGBTQ+ community.” for all members​​. 

Marketing and Branding

With collaborations with agencies like Phinney Bischoff and Deloitte Digital that help them craft campaigns that reflect their values of inclusivity and community support, and, with marketing campaigns that frequently highlight initiatives aimed at environmental sustainability, it is safe to say that BECU’s marketing and branding efforts are firmly rooted in social justice and climate change activism. 

Phinney Bischoff notes, “BECU’s brand identity is centered around community engagement and social justice, making it a leader in progressive banking”​​.

Conclusion

BECU’s alignment with woke ideologies is clear through its financial contributions, DEI policies, mandatory training sessions, support for LGBTQ+ initiatives, and marketing strategies. While these efforts position BECU as a progressive and inclusive organization, they may also polarize potential members who prefer traditional values.

As BECU continues to grow and expand its reach, its commitment to these causes will likely remain a defining characteristic of its brand identity. And by maintaining such a strong stance on these issues, BECU risks excluding those who hold more traditional views, potentially limiting its appeal to a broader audience.